:Amazon Social Content Lab:
ROLE: Creative Lead
THE BRIEF BRIEF: As social media advertising cemented its place as a dominant force in marketing, Amazon saw the need to go deeper—analyzing not just what worked, but why. The Amazon Social Content Lab wasn’t just built to pump out content; it was a semi-secret mission to test the good, the bad, and the occasionally ugly. We were tasked with creating high-performing work, but just as importantly, learning from the projects that didn’t quite hit the mark.
Each brief involved developing 3–4 concepts, producing them, and testing them against each other. The pace was fast and often scrappy—sometimes we filmed with a small crew on tight timelines, and other times, the ideas went big, requiring full-scale studio productions. One of our biggest advantages was having our own in-house studio and production team, which meant we could ideate, design, direct, and produce everything under one roof. That setup allowed us to make smarter, faster creative decisions driven by real-time results.
Also, I got to direct a giant stop-motion project—definitely a big creative bucket-list check.
Below is a reel that showcase about half of the work I still had access to. You can see the wide range of styles and communications we explored with.
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